TheTrendWatch #13  'Give a Shit!'
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TheTrendWatch #13 'Give a Shit!'

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With new technologies, mass communication became mass relations. Now people want close relationships with their brands, and successful businesses genuinely care, from the bottom of their heart.

With new technologies, mass communication became mass relations. Now people want close relationships with their brands, and successful businesses genuinely care, from the bottom of their heart.

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TheTrendWatch #13 'Give a Shit!' Presentation Transcript

  • 1. y u no Give a Shit? TheTrendWatch#13 1 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 2. From mass communicationto mass interactionto mass relation 2 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 3. Mass relationhas no impacton my business vs. Mass relation  has a massive impact on my business 3 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 4. So... What makes the difference? 4 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 5. Successful businesses genuinely care,from the bottom of their heart. 5 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 6. #f a il6 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 7. Content is king…But context is god! 7 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 8. People want close relationships with their brands. "Businesses will need to look backwards and scale the caring their grandparents businesses exhibited towards their customers or watch their competition pass them by" says author and $60 million+ of revenue eBusiness owner Gary Veynerchuk http://thankyoueconomybook.com8 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 9. 148 millions views for Coca-Cola on in 2010... Created by coke: 26 millionsCreated by consumers: 122 millions What really matters is not impressions but expressions 9 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 10. The value of a real relationship? What a Coca-Cola facebook fan is worth for example… • 2 time the consumption frequency as a non fan and 10 times the purchase intent • 7% lift of daily consumption and 10% raise of purchase intent post facebook activity peak And in general: • Advocates share of wallet is 33% more consumer than the average • Advocates have si gnificantly higher lif consumers etime value than reg ular • 40% of people swit ched to buying from its reputation for gre a competitor because at customer service of • 55% cite great serv ice, not product or pri reason for recommen ce, as their primary ding a company • 66% of people said that great customer primary driver for gre service was their ater spending 10 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 11. Give a Shit? FUUUUUUUU!If it has a massive impact on business…Show me examples!!! 11 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 12. As of 2010, over one million shoes given!Tom Shoes is expanding its successful "one for one" concept to otherproducts. It is also onboard with other brands like Element Skateboards orRalph Laurent, proving that sustainable giving is a smart business model.Worldwidehttp://www.toms.com 12 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 13. Gatorade recently created "Mission Control": A war room in the middle of the marketing department ofits Chicago headquarters, to interact in real time with the 24/7 ongoing conversation. By developingdeep engagement, they experience direct positive impact like increasing product education (mostlyvideo) by 250% …"We believe what we’re building here is an example of a sandbox of tools and processes we can useacross the organization" says Bonin Bough, director of global social media at PepsiCoUSAhttp://youtu.be/InrOvEE2v38 13 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 14. 2010 was Starbuck’s bestfinancial performance in its 40 year history "One cup. One customer. One partner. One experience at a time. We had to get back to what mattered most" says Starbucks CEO Howard D. Schultz Worldwide http://www.starbucks.com 14 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 15. 234,175 Minis found homes in 2010 - a record year. Mini is launching the world most advanced "connected car". For the first time you embark with your entire digital life, and thats a killer way to stand out from the competition. Asia & USA http://www.minispace.com/en_us/article/mini-connected/456/?eid=456 15 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 16. Fan base jump from 400,000 to 981,000 in just one month… Over 100k fans participated.VitaminWater not only lets facebook users decide whats the next flavorbut incentivizes them based on the success of the product launch!Worldwidehttp://www.facebook.com/vitaminwater 16 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 17. Levis invest advertising money and energy to reconstruct the city of Braddock,Pennsylvania."Disenfranchised youth are sick of seeing ads and stunts on the internet that don’t mean Revenue up 9%anything. By being a company that makes things by hand and makes things the right way,levi’s becomes meaningful" says Tyler Whisnand, Creative Director at Wieden+Kennedy over 2009/2010USAhttp://www.levistrauss.com/blogs/braddock-pa-15104 17 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 18. Levis new system for jeans. They care about the life and the problems of their target so much that they change their production, and standard. Wolrdwide http://us.levi.com/shop/index.jsp?categoryId=437009318 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 19. To celebrate 1 millions+ likes on facebook, Heineken simply likes its consumer back. Holland http://www.facebook.com/heineken19 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 20. Footlocker empowers sneaker addicts to share their knowledge and add value to the community... while helping them to brag! USA http://www.sneakerpedia.com20 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 21. Creating mass usage by evolving the UI to a point that it gets out of the way, Web-based magazine viewing on a PCallowing the UX to shine. This is changing not only their market but alsoredefining usage behavior & consumption. averages only a few minutes. Titles like GQ and Vanity Fair are seeing 60 minutes worthWorldwidehttp://www.apple.com/ipad of online browsing via the iPad. According to Shoppertron, 5.5 times higher e-commerce conversion rate on iPad vs PC. 21 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 22. Red Bull transform your streets into an art gallery helping street artist to promote themselves and their culture. Germany http://streetartview.com22 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 23. KLM surprises customers by spreading random little acts of kindness that triggera social media butterfly effect and impact the brand’s perception.Europehttp://surprise.klm.com 23 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 24. LOreal partners with Buddy Media to help beauty salons create a professionalfacebook page and connect with consumers on a grassroots level."If you have 4,200 salons that connect with 300 people each, you then have theability to connect with more than a million people" says Buddy Media CEOMichael LazerowUSAhttp://www.facebook.com/lorealparis 24 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 25. Glaceau immerses the SmartWater brand into the internet"meme" culture with the Jennifer Aniston Sex TapeUSAhttp://knowyourmeme.comhttp://www.4chan.org 8 million views in just two weeks 25 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 26. Tabbed out enhances your in-bar experience. More control, more fun, more opportunities for the brand to contact you. USA http://www.tabbedout.com26 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 27. Online conversion rate: 0.5 to 3% Offline conversion rate: 20 to 95% Shopkick rewards foot traffic and influences decisions before the checkout. USA http://www.shopkick.com27 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 28. At SxSW this year, 60 merchants - including Whole Foods,Starwood Hotels and Stubb’s BBQ - proposed toFoursquare users "spend $5, save $5"USAhttps://foursquare.com/americanexpress "You go where your customers are, and they are on places like Foursquare" says Edward Gilligan, vice chairman for AmEx. 28 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 29. Converse is opening a community-based recording studio in Brooklyn.Artists will be able to record there for free, and will have the option toutilize converse.com and their social media channels to promote theircontent, potentially reaching millions.USAhttp://play.converse.com/?p=280929 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 30. The winning idea of the Volkswagen "fun theory" award, was submitted by Kevin Richardson: "Can we get more people to obey the speed limit by making it fun to do?" Volkswagen together with The Swedish National Society for Road Safety, actually made this innovative idea a reality in Stockholm, Sweden: Hastighets Lotteriet. Suede http://www.thefuntheory.comVolkswagen is now the highest selling eco car in Sweden.Fun theory exceeded sales target by 50%. 30 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 31. In only 24 hours… 355,000 views, 139 countries connected, 10 minutes of average time spent watching and 14 minutes average twitter engagement. Coca-Cola invites Maroon 5 for a 24-hour live session in studio, recording a song with the fans’ input. Worldwide http://www.coca-cola.com/music31 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 32. After trying the Philips Wake-up Light for six weeks during the polar winter, 87% of residents in Longyearbyen agree that they awake feeling more refreshed, alert and ready for the day. The trial is the world’s largest light therapy field experiment and is part of the Philips Wake up the Town project. Arctic http://www.wakeup.philips.com32 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 33. To date, nearly 1.5 million people have "liked" this initiative American Express helps small businesses struggling with the recession. Real support, real results, real relationships. USA http://www.facebook.com/SmallBusinessSaturday http://smallbusinesssaturday.com33 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 34. Instead of taking an annoying offline process and puttingit online, Zocdoc created a service that takes the pain outof dealing with doctors by putting the user in control.USAhttp://www.zocdoc.com 34 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 35. Since re-designing its ecommerce experience, sales have increased 10,000% Wiltshire Farm Foods find its success in the deep understanding and specificities of its users. UK http://www.wiltshirefarmfoods.com35 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 36. When it comes to babies, parents need stuff immediately.Diapers.com masters immediacy with precision operationsand transparent tracking and updates.USA Diapers.com have just been boughthttp://www.diapers.com for 540 millions dollars by amazon: Its the new standard of digital business. 36 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 37. Giftee is an online service that lets users sendsmall “thank you” real-world gifts via Twitter.Japanhttp://giftee.co37 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 38. People want to connect through any screen, so Skype launches its TV service. It continuesto grow by answering people’s expectations and through constant quality control.Worldwidehttp://shop.skype.com/skype-for-tv 38 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 39. P1 is a genuine, un-compromised community about luxury and one of China’s biggest online success stories. Made by people consuming luxury, for the people consuming luxury. China http://p1.cnIn less than 2 years, over 1 million affluent memberswho spend 5X more than all other social classes combined. 39 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 40. Mico Communities are creating filters to help peopleprioritize according to their individual tastes, friends...Worldwidehttp://belugapods.comhttp://www.path.comhttp://www.color.comhttp://www.talkboxapp.com 40 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 41. iAD, is taking mobile advertising to the nextlevel delivering service, information, help…Worldwidehttp://advertising.apple.com 41 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 42. Ballantines takes the open source concept and applies it to music,creating the perfect social object for a social brand.Spainhttp://www.elplanb.tv 42 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 43. If you’re going to interrupt people’s surfing experience, be disruptive and create value like UNIQLO! The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the ‘switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with losing tickets remaining as banner ads. Japan http://www.uniqlo.comThe campaign ultimately generated almost 3 Million clicks,and a retail sales increase of 120% 43 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 44. Mobile that helps you develop a deeper relationship? **dialing the “brand name”is simpler and as fast as a QRcode, no technology required, works with anymedia…USAhttp://www.zoove.com 44 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 45. Rather than create a traditional ad campaign, Metro stood up for freedom of speech and devised a way for people to speak freely without getting into trouble. Hong Kong http://www.metrohk.com.hk45 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 46. Vans branded stories dig deep and go beyond image tobe part of the community and part of the solution.USAhttp://offthewall.tv 46 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 47. PepsiCo10 is as much about challenging our visions of marketing, advertising and communicationsas it is about showing dedication to the emerging technology space and supporting new thinking.USA, EUROPE, ASIAhttp://www.pepsico10.com 47 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 48. Amazon bought Zappos for over $1 billion,because it understands the value of its unique culture. Why does Zappos offer new employees $3000 to quit? Because it wants it’s employees to give a shit! USA http://www.zappos.com 48 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 49. In the era of human communications,customers want you to give a shit!This means going beyond changing advertising:This means embracing a top-down, inside-outand bottom-up commitment to genuinely caring…Are you ready? 49 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization
  • 50. Thanks! facebook.com/TheTrendWatch @TheTrendWatch youtube.com/TheTrendWatch 50 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization